To demonstrate the range and benefits of the products, Redken tested the new line on two women. The new products were used on one side of their hair, while the other was left untouched, with no product.

For Marissa Nelson, the new Curl Boost and Fresh Curls Anti-Frizz Shiner was added to her fine, wavy locks. To show the other end of the spectrum, Katie Damici showcased the Crystal Curls defining shine gel and Fresh Curls Anti-Frizz Shiner on her thick curls.

“Curly girls are way more focused and educated than ever before, and we wanted to see what their critical issues are, why they purchase and how they purchase,” Cutler told beauty editors, many of them not curly girls themselves, yet curious to learn more.

“The curly girls refused to be influenced by fashion,” Cutler says. “They go straight to the back of the bottle and look at the ingredients. They had to have credibility with the manufacturer. It was all about credibility and ingredients.”

As for the ingredients in the Fresh Curls collection, Cutler says Redken’s new elasto-shield complex includes elastapol to block out humidity and fight frizz, coconut oil to lock in moisture and shine, and oleo-amido and protein for their reparative benefits.

“I think it’s important to continue to reinvent yourself,” Cutler said. "And this brand is about the science behind the products.”